Pub web review 5-11-16 chris middings
-
Upload
sarah-fletcher -
Category
Mobile
-
view
48 -
download
0
Transcript of Pub web review 5-11-16 chris middings
![Page 1: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/1.jpg)
• Website Review
• By: Chris Middings
![Page 2: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/2.jpg)
Chris Middings
Marketing
Indri.co
![Page 3: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/3.jpg)
What We’ll Cover
Getting traffic to the siteUser experience
![Page 4: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/4.jpg)
What’s Usually Covered
![Page 5: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/5.jpg)
What We’ll Cover
![Page 6: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/6.jpg)
Google Wants Two Things
One answer, Instantly “When you use Google, do you get more than one answer?
Of course you do…Well, that’s a bug. We should be able to give you the right answer just once. We should know what you meant. You should look for information. We should get it exactly right.”
“I flip through my favorite papers and magazines, the images as crisp as in print, without a maddening wait for each page to load.”
- Eric Schmidt, Alphabet Chairman
![Page 7: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/7.jpg)
One Answer, Instantly
Amazon is headed the same way
From mid-December to mid-March, orders placed via the Dash Button rose 75%
![Page 8: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/8.jpg)
More Mobile Users
![Page 9: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/9.jpg)
More Mobile Time Spent
![Page 10: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/10.jpg)
Less Desktop Time Spent
![Page 11: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/11.jpg)
Getting traffic to the site
The “year of mobile” is now in the past More users More time spent
Desktop peaked, now declining
![Page 12: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/12.jpg)
They won’t have a desktop connection
(NTIA)
![Page 13: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/13.jpg)
They won’t even have a desktopIntel to cut 12,000 jobs as it confronts decline in desktop computers
Transforming from PCs to powering the cloud and billions of smart, connected computing devices
![Page 14: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/14.jpg)
They won’t even have a desktop
![Page 15: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/15.jpg)
Getting traffic to the site
![Page 16: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/16.jpg)
Getting traffic to the site
![Page 17: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/17.jpg)
Mobile Search = Google
http://www.rimmkaufman.com/blog/google-dominance-grows-mobile-search/
![Page 18: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/18.jpg)
Getting traffic to the site
Remember Mobilegeddon?April 21, 2015
![Page 19: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/19.jpg)
Getting traffic to the site
![Page 20: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/20.jpg)
Getting traffic to the site
Mobilegeddon’s Impact
![Page 21: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/21.jpg)
Getting traffic to the site
x
55% loss in mobile traffic
![Page 22: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/22.jpg)
Getting traffic to the site
“But I don’t have any mobile traffic”Self-fulfilling prophecy
![Page 23: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/23.jpg)
Getting traffic to the site
Now, Accelerated Mobile Pages “We want webpages with rich content like video, animations
and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using.”
- https://googleblog.blogspot.com/2015/10/introducing-accelerated-mobile-pages.html
![Page 24: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/24.jpg)
Getting traffic to the site
AMP pages: Load near instantaneously Use about 10 times less data Have attracted top-tier publishers like The New York
Times, Washington Post, and The Guardian “For the publishers who have adopted AMP, they now
have the opportunity to enjoy prime mobile real estate compared to non-AMP sites.”
- http://adage.com/article/digital/amp-articles-enjoy-prime-real-estate-google-news/303643/
![Page 25: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/25.jpg)
Getting traffic to the site
![Page 26: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/26.jpg)
Getting traffic to the site
Someone in your company needs to be in charge of site speedBy PageGoogle indexes pages, not websites
![Page 27: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/27.jpg)
User Experience
Useful Free ToolsMobile-Friendly Test
https://www.google.com/webmasters/tools/mobile-friendly/
PageSpeed Insights https://developers.google.com/speed/pagespeed/insights/
Website Grader https://website.grader.com/
![Page 28: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/28.jpg)
User Experience: Mobile
x
![Page 29: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/29.jpg)
User Experience: Mobile
x
![Page 30: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/30.jpg)
User Experience: Mobile
x
![Page 31: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/31.jpg)
User Experience: Mobile
x
![Page 32: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/32.jpg)
User Experience: Mobile
x
![Page 33: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/33.jpg)
User Experience: Mobile
![Page 34: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/34.jpg)
User Experience: Mobile
![Page 35: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/35.jpg)
User Experience: Mobile
![Page 36: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/36.jpg)
User Experience: SEOWhy is SEO important?Title Tags are headlinesMeta Descriptions are body copyURLs are Calls-to-Action
The best meta descriptions also contain calls-to-action
![Page 37: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/37.jpg)
User Experience: SEO
Best Calls-to-Action http://info.rocketfuel.com/Programmatic-Creative-Guide.html
![Page 38: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/38.jpg)
User Experience: SEO
The Title Tag and Meta Description on your home page is likely the most read text in your entire organization
![Page 39: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/39.jpg)
User Experience: SEO
Title Tag could be better utilized Never use your company name in Title Tags Users not searching for “home”
Meta Description is too long 155 characters maximum
![Page 40: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/40.jpg)
User Experience: SEO
Right click on the page View page source
Or use Ctrl-U
![Page 41: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/41.jpg)
User Experience: SEO
Search for <title>Search for “description”
![Page 42: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/42.jpg)
User Experience: SEO
Same meta description as home page
![Page 43: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/43.jpg)
User Experience
“It is better to have unique meta descriptions or no meta descriptions at all, then to show duplicate meta descriptions across pages.”
Matt Cutts, Google’s head of search spam (paraphrase)
![Page 44: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/44.jpg)
User Experience: SEOWatches & Jewelry Search Insights: Share of Traffic to Brand Sites by Source, January-March 2016, N=66 Brands
-www.l2inc.com/research/watches-and-jewelry-search-insights-2016
![Page 45: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/45.jpg)
User Experience: PPCWatches & Jewelry Search Insights: Share of Brands Participating in Given Paid Search Strategy by Category, March 2016
-www.l2inc.com/research/watches-and-jewelry-search-insights-2016
![Page 46: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/46.jpg)
User Experience: PPC
![Page 47: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/47.jpg)
User Experience: SEO
Title Tag could be better utilized Never use your company name in Title Tags
Meta Description is too long 155 characters maximum
![Page 48: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/48.jpg)
User Experience: SEO
Otherwise, Great Meta Descriptions Submerge into silken velvets, rich leathers and lavish
brocades with our Victorian reproduction sofas. Enjoy the elegant details, including hand carved wood and plump pillows.
Antique reproduction Victorian tables. Coffee and side tables, including wickers tables and wood tables.
Shop Decoratives & Accent at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!
Shop Dinnerware at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!
Our museum-quality Victorian Stationery features lovely imagery rescued from private estates and galleries. Beautifully packaged and includes envelopes.
![Page 49: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/49.jpg)
User Experience: SEO
But They Need More Keywords Submerge into silken velvets, rich leathers and lavish
brocades with our Victorian reproduction sofas. Enjoy the elegant details, including hand carved wood and plump pillows.
Antique reproduction Victorian tables. Coffee and side tables, including wickers tables and wood tables.
Shop Decoratives & Accent at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!
Shop Dinnerware at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!
Our museum-quality Victorian Stationery features lovely imagery rescued from private estates and galleries. Beautifully packaged and includes envelopes.
![Page 50: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/50.jpg)
User Experience
URLs need to spell out what the product is:
![Page 51: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/51.jpg)
User Experience
Zero Sum Game In game theory and economic theory, a zero-sum
game is a mathematical representation of a situation in which each participant's gain (or loss) of utility is exactly balanced by the losses (or gains) of the utility of the other participant(s).
If the total gains of the participants are added up and the total losses are subtracted, they will sum to zero.
![Page 52: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/52.jpg)
User Experience
Zero Sum Game Only one company gets the order If you get it, your competition doesn’t And vice versa
![Page 53: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/53.jpg)
User Experience: SEO spyfu.com/seo/competitors/domain
![Page 54: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/54.jpg)
User Experience: SEOKeyword Overlap128 common keywords
![Page 55: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/55.jpg)
User Experience: SEO spyfu.com/seo/competitors/domain
![Page 56: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/56.jpg)
User Experience
Someone in your company needs to be in charge of keywordsBy PageGoogle indexes pages, not websites
![Page 57: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/57.jpg)
Site Indexing
This looks OK, but…
![Page 58: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/58.jpg)
Site Indexing
Something is wrong here:
![Page 59: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/59.jpg)
Site Indexing
Something is wrong here:
![Page 60: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/60.jpg)
Site Indexing
Something is wrong here:
![Page 61: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/61.jpg)
Site Indexing
This looks OK, but…
![Page 62: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/62.jpg)
Site Indexing
Something is wrong here:
![Page 63: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/63.jpg)
Site Indexing
Disallow indexing on development and wholesale sites
http://www.robotstxt.org
![Page 64: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/64.jpg)
Site Indexing
Someone in your company needs to be in charge of site indexing
![Page 65: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/65.jpg)
User Experience
Logo prominent, upper left Basket prominent, upper right Links to most popular product categories Clear search field at the top Display free shipping (if you offer it)
![Page 66: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/66.jpg)
User Experience
Include trust symbols, especially in checkout
Have the email signup form on every page
Links to return and exchange policies
Breadcrumb navigation
![Page 67: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/67.jpg)
User Experience
Include calls to action
Customer reviews/ratings for each product
Related product links to upsell
![Page 68: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/68.jpg)
User Experience
Provide product images with zoom With ability to scroll through all images with left/right arrows,
rather than closing one image & opening another
Multiple product images and angles Always helpful to show on/by a person for size comparison
Item information and specs Always edit text provided by manufacturers
A field to change purchase quantities That defaults to 1
An add-to-cart button on each product page Also nice to have on category page
Pricing information with sales or quantity discounts
![Page 69: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/69.jpg)
User Experience
Videos Globally, consumer internet video traffic will be 80 percent of
all consumer Internet traffic in 2019, up from 64 percent in 2014 (Cisco)
Live chat Items by popularity/best sellers
Easiest way to find out “what’s this site about?”
Social share buttons for each product Highlight Exclusives Minimize clutter
![Page 70: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/70.jpg)
User Experience
Reduce navigation once they are in the cart
![Page 71: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/71.jpg)
User Experience
Automatically sign them up for emails when they order
![Page 72: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/72.jpg)
User Experience
![Page 73: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/73.jpg)
Best A/B Tests to Run
Short vs. Long Headlines Short-Form Copy vs. Long-Form Copy Bullets vs. normal text Pricing: $49 vs. $50 vs. $49.99 Serif vs. Sans Serif Colors, including background images and patterns Font Size Typefaces Calls to Action
Position Color Text
Video vs. Text Contact Form Fields Number of Steps in Your Checkout Process
![Page 74: Pub web review 5-11-16 chris middings](https://reader033.fdocuments.net/reader033/viewer/2022042722/58acb81e1a28ab68608b65a7/html5/thumbnails/74.jpg)
• Website Review
• By: Chris Middings